你"晒单"何以影响我购物? ——产品呈现效应及作用机制研究

顾客"晒单"是一种常见的消费行为,但有关"晒单"作用机制的研究还较少.通过两项实验,研究发现:单纯产品呈现、消费场景呈现和顾客在场呈现三种"晒单"方式,对引发潜在顾客的产品临场感和购买意愿具有显著差异,其中消费场景呈现和顾客在场呈现引发的产品临场感和购买意愿显著高于单纯产品呈现;产品临场感正向影响购买意愿,并在产品呈现对购买意愿的影响中起到完全中介作用;产品临场感与自我-品牌联结的交互效应显著.研究结果弥补了顾客"晒单"研究的不足,也是对社会临场感理论的丰富和拓展.     

网络直播对大学生消费意愿的影响分析——基于直播互动性的中介作用

近年来，网络直播购物方式受到大学生的欢迎。为了研究网络直播对大学生消费意愿的影响，文章选取产品品质、主播专业度、主播知名度和直播促销为自变量，大学生消费意愿为因变量，建立以互动性为中介的研究模型，通过问卷调查收集数据，利用软件进行变量之间相关分析、回归分析和中介效应检验。结果表明在电商网络直播过程中产品品质、主播专业度、主播知名度和直播促销均正向显著影响大学生的消费意愿，互动性起中介作用，从而为电商网络直播在大学生群体的发展提出建议。     

B2C网络购物临场感与跨渠道搭便车意愿的影响

在网络购物的环境中,临场感通过网络不信任影响着消费者跨渠道搭便车的意愿,模型研究表明空间临场感与认知不信任、情感不信任、跨渠道搭便车之间呈不相关关系,社会临场感与认知不信任、情感不信任、跨渠道搭便车之间呈负相关关系,认知不信任与跨渠道搭便车之间呈负相关关系,情感不信任与跨渠道搭便车之间呈正相关关系。购物网站应增强网站的个性化和生动性,加大网站与消费者之间的人机互动,营造有益的临场感,减少跨渠道搭便车的可能性。     

SoLoMo模式下品牌拟人化对品牌权益的影响研究北大核心CSSCI

SoLoMo模式下,越来越多的企业通过多种渠道精心设计其品牌和产品,以满足消费者拟人化的倾向,并取得了良好的营销效果。文章选取了M&M's巧克力、飞人乔丹、海尔和肯德基四个品牌为研究对象,通过问卷调查法收集数据,实证研究了品牌拟人化对品牌权益的影响。结果表明:品牌拟人化对品牌权益(IMC→BAW/BAS;INC→BAW/BAS/BPQ/BL)和社会临场感(IMC/INC→SP)有显著的正向影响;社会临场感对品牌权益四个维度有显著的正向影响;社会临场感只在品牌拟人化的交互型线索对感知质量和品牌忠诚的影响中起中介作用。品牌拟人化的两个维度对品牌权益各维度产生差异化的影响及其作用机制等结论,对于企业如何制定品牌拟人化策略具有一定的理论价值和实践指导意义。     

企业微博互动对消费者品牌态度的影响研究

基于"S-O-R"理论和使用与满足理论,以微博互动的信息互动和人际互动两个维度为自变量,社会临场感为中介变量,消费者品牌态度为因变量,构建了企业微博互动对消费者品牌态度影响的模型。通过采用问卷调查法进行研究,共收集有效问卷471份,并借助SPSS20.0统计软件对问卷信度进行检验,对于问卷效度的测量选用因子分析的方法,验证此研究中所有测量量表均达到标准,问卷具有良好效度。并通过回归分析,及对结果进行实证分析,得出结论:企业微博互动中信息互动和人际互动均对消费者品牌态度有正向影响关系,同时社会临场感在微博互动与消费者品牌态度之间起部分中介作用。     

网络零售对城乡居民消费的影响及异质性分析

网络零售在数字经济发展下已成为销售供给的新形态,作为消费市场的重要组成部分,其对构建经济新发展格局、激发城乡居民消费潜力意义重大。基于网络零售与居民消费的内在关联,文章构建了网络零售与城乡居民消费的影响机制,通过中介效应模型对理论机制进行检验。研究发现：网络零售对城乡居民消费具有显著的促进作用,但是对线下消费存在一定的“挤出效应”;影响机制分析表明,提高社会保障、促进行业内竞争是实现网络零售带动城乡居民消费的重要路径;异质性检验结果显示,网络零售对城乡居民消费促进作用东部要高于中西部,表现出东-中-西的梯度特征。据此,文章提出应巩固培养新兴消费增长点,促进线上线下融合发展,并构建多样化消费生态,推动经济新旧动能转化,以期进一步释放城乡居民消费潜力。     

基于P2P网贷平台的羊群效应影响因素模型研究

传统金融市场中存在着投资行为的羊群效应,在P2P网络借贷平台上,这种羊群效应同样存在。研究聚焦于P2P网络借贷平台用户的投资借贷决策的羊群效应,在社会影响模型的基础上,结合融入社会资本理论和信息采纳理论,构建了基于从众心理的P2P网络借贷平台羊群效应影响因素模型,利用问卷数据进行实证,得出相应结果并提出相应建议。     

道德、娱乐还是利益目标? ——游戏式共创对用户持续参与意愿的影响研究

共创项目的最终成功取决于用户的持续参与,因此如何让用户对共创项目保持持续参与意愿是企业值得关注的问题.而游戏式共创从娱乐的角度,化解了公众低响应度、黏性不足的难题,促使公众持久地参与到共创活动中.本文构建了游戏式共创用户目标框架的中介作用模型,并进一步论证用户集体主义倾向的调节效应.结果表明,游戏化任务机制和美学设计能够在不同程度上激活参与用户的规范(环境责任感知)、享乐(感知愉悦)和功利(社会形象)目标框架,进而显著作用于用户的共创持续参与意愿.进一步发现,游戏化任务机制和美学设计对用户的持续参与意愿的影响会受到环境责任感知和感知愉悦的中介作用,且均受到用户集体主义倾向的正向调节.本文以游戏为切入点,为用户在自身利益和共创参与之间创造出有意义的连接,对促进个体的共创持续参与意愿具有重要作用.     

直播购物模式下消费者享乐品和实用品购买行为研究——基于调节定向理论

随着网络直播的兴起,直播购物模式下的消费者行为研究成为热点课题。本文基于调节定向理论,研究了网络直播购物特征对消费者购买享乐产品与实用产品的影响机理。实证研究表明:网络直播购物特征能够激发消费的情景式调节定向反应,其中娱乐性和优惠性特征促进消费者对享乐产品的购买;真实性和可视性促进消费者对实用产品的购买;易用性和互动性对两种产品的购买都有促进作用。基于研究结果,本文建议主播和商家在直播购物中根据售卖产品的属性突出直播内容特点,对增强消费者购买意愿具有重要意义。     

网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

Effect of the use of social media in trust,loyalty and purchase intention in physical stores

This research evaluates the effect of the use of social media on consumer trust, loyalty and purchase intention in physical stores. We used six constructs in a structural model: a consumer’s use of social media, company-generated communication in social media, user-generated communication on social media, trust, loyalty and purchase intention. We considered 406 valid respondents in the analysis. The results suggest that the use of social media, company and user-generated communication positively affects trust of the physical store. Trust, in turn, has a direct positive effect on consumer loyalty to the store, and both trust and loyalty have positive impacts on a consumer’s purchase intention. We note the impact of the use of social media on purchase intention in physical stores, through the building of trust and loyalty with the store, as a fundamental element in the definition and implementation of a successful marketing strategy by high street retailers.     

数字偏好、尾数定价与线上非对称价格黏性

文章基于京东、苏宁、国美、天猫四家电商经营的六大类家电的价格数据，分析了数字偏好、尾数定价对中国线上市场价格黏性的非对称性的影响效应。研究发现，中国线上市场确实存在明显的数字偏好现象，具体有数字“0”“8”“9”，其中数字“9”为最受欢迎的尾数。基于Logit模型进一步发现：数字“0”“8”“9”对于产品价格变化存在非对称的影响作用；随着数字“0”“8”“9”结尾的位数越多，其阻碍价格变化的能力越强，非对称的影响作用也越加明显；若产品价格提高，以偏好数字结尾会显著降低价格变化的可能性；节日效应会显著削弱由偏好尾数给价格变化带来的负向阻碍作用，甚至成为加快价格上涨的一个重要因素。     

Hedonic and utilitarian use of user-generated content on online shopping websites

The Internet has made it possible for consumers to share reviews, opinions, and thoughts about products and services on online shopping websites. This user-generated content (UGC), which can be considered to be part of social commerce, is likely to influence other consumers’ attitudes toward a product and subsequent purchase intentions. The purpose of this study was to investigate two major uses of UGC: hedonic and utilitarian, and how they impact purchase intentions, along with users’ trust for different types of comments and reviews. Also investigated are associations between hedonic use, utilitarian use, and trust, with purchase behavior at online shopping websites. Results of this study will add to the domain knowledge related to marketing and how it impacts consumer psychology and behavior. From a practitioner perspective, marketers need to understand the impact of UGC so they can monitor this method of marketing communication as it can impact trust and purchase intentions.     

Extracting brand information from social networks: Integrating image,text, and social tagging data

Images are an essential feature of many social networking services, such as Facebook, Instagram, and Twitter. Through brand-related images, consumers communicate about brands with each other and link the brand with rich contextual and consumption experiences. However, previous articles in marketing research have concentrated on deriving brand information from textual user-generated content and have largely not considered brand-related images. The analysis of brand-related images yields at least two challenges. First, the content displayed in images is heterogeneous, and second, images rarely show what users think and feel in or about the situations displayed. To meet these challenges, this article presents a two-step approach that involves collecting, labeling, clustering, aggregating, mapping, and analyzing brand-related user-generated content. The collected data are brand-related images, caption texts, and social tags posted on Instagram. Clustering images labeled via Google Cloud Vision API enabled to identify heterogeneous contents (e.g. products) and contexts (e.g. situations) that consumers create content about. Aggregating and mapping the textual information for the resulting image clusters in the form of associative networks empowers marketers to derive meaningful insights by inferring what consumers think and feel about their brand regarding different contents and contexts.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

Impact of cause-related marketing on consumer advocacy and cause participation: A causal model based on self-reports and eye-tracking measures

Cause-related marketing improves corporate image and consumer attitudes toward brands. An important research gap is how the visual attention paid to cause-related cues in social media affect consumer attitudes and behaviors. In the present study, we analyze the moderating role of the visual attention paid to Instagram-based, cause-related posts on the impact of consumer perceptions (i.e., corporate image), beliefs (trust), and attitudes (i.e., corporate social responsibility [CSR] support) on behavioral intentions (i.e., cause participation, consumer advocacy, and intention to share posts) for fast-food restaurants. Data for the study were collected in a between-subjects experiment with 123 participants. Visual attention was measured using eye-tracking technology, and consumer attitudes and behavioral intentions through an online survey. The results show that the greater the attention paid to images (amount and duration of fixations) and the more revisits made lead to more positive attitudes and behaviors toward the cause and the company. On the other hand, the more time spent looking at the company's responses to negative user-generated content weakens the relationship between trust and consumer advocacy toward the company. These results can help practitioners design appropriate cause-related marketing strategies in social media.     

Social cynicism,greenwashing, and trust in green clothing brands

This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can be explained by an increase in perceived greenwashing. Conspicuous consumption moderates this indirect influence. This mediated influence decreased when conspicuous consumption was more salient. Findings provide important practical insights for brand managers intending to avoid a decrease in brand trust regarding garments marketed with sustainability claims.     

国内网红经济与国外影响者营销的联系与区别——基于对于概念的比较和考察

当下国内网红经济与国外影响者营销的实践发展日新月异,但相关理论发展远远滞后,且两者作为两个独立的体系各自发展,双方的交流对话严重不足,从而成为制约这一领域学术发展的瓶颈。同时,国内网红研究多参考外国理论和先行研究进行解释和模型构建,而少有本土独创性理论,也少有研究深入讨论,中国的网红和外国的社交媒体影响者(SMIs)、网红经济和影响者营销(IM)是否在概念上等价。同时当下网红经济的关注焦点聚集在直播营销领域,也少有研究系统考察两者的联系和区别。对此,本文研究在哲学对概念内涵与外延理解的指导下,建立先行文献数据库并系统地对中国的网红与网红经济、中国的网红与国外的社交媒体影响者,中国的网红经济与直播营销、中国的网红经济和国外的影响者营销的概念进行梳理,并找出他们的区别和联系。并在此基础上探讨国外的理论在哪些方面是可以借用的,在哪些方面急需中国自己的理论构建,以期为未来的理论发展提供一定参考。     

Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing

This article explores the effect of store characteristics and interpersonal trust on formation of attitude and intention to purchase from online stores in the context of online social media marketing. Store Brand Knowledge, Store Reputation, Perceived Store Size, and Perceived Store Risk have been considered as antecedents of trust. Based on existing literature, a conceptual model is proposed and empirically tested with a sample (n = 424) of online social media users with the help of partial least square path modeling. This study is among the very few empirical investigations done in the context of trust in online social media marketing and focuses only on consumer-perceived store-controlled factors as antecedents of trust.     

Big data on a smaller scale: A social media analytics assignment

It is truly important for students to understand how to monitor online marketing buzz. This assignment, social media analytics, utilizes the content analysis research method to build student's in-depth understanding on how to evaluate and interpret user-generated content (UGC) to create social media campaigns. The authors adapted Resnik and Stern's (1977) coding scheme for UGC. Through experiential learning, students immerse themselves in data and analyze UGC. The assignment scored high in knowledge acquisition as a pedagogical tool. Finally, the authors provide an updated social media analytics coding scheme, guidelines for instructors, student rubric information, and student learning outcomes.